Canada lags in data targeting: study

But we're on track when it comes to working across multiple screens

Emerging ad technology has given advertisers the capability to target digital audiences with unprecedented accuracy, but according to Videology’s Q2 report on the Canadian digital video landscape, many Canadian advertisers aren’t taking advantage of it.

The report, based on all digital video campaigns run through Videology’s platform in Q2, found that the majority of campaigns (62%) used only demographic data like age and gender, similar to what’s available in television advertising. Only 38% of campaigns made use of advanced datasets like behaviour and context – compared to 73% in the U.S. and 43% in the U.K. over the same period.

videology graphic

Of the minority that did use advanced data in Canada, 62% used only location data – which, among other things, is used to isolate campaigns to national or regional audiences, known as geofencing. Geofencing is not necessary in other media channels like TV or OOH because deals are made for specific regions.

However, the share of Canadian advertisers using advanced targeting is growing rapidly – it quadrupled since Q2 last year, compared to a 65% increase in the U.K.

More advertisers integrating campaigns across mobile, desktop, connected TV

Canadian advertisers have been much quicker to adopt cross-screen campaigns, which combine video on desktop, mobile and connected TV. Half of Q2 campaigns ran on all three devices, and 56% ran on at least two devices, the report found.

That’s on par with the U.K., where half of Q2 campaigns ran on all three devices, and 62% ran on at least two devices. The U.S., by contrast, is still heavily dominated by desktop video campaigns, with almost three quarters (73%) of campaigns focusing on PCs.

The study also found that the largest share of Canadian digital video ad dollars are coming from CPG advertisers, making up 43% of total spend through the Videology platform. That’s more than double the next largest spender, auto, with 18%. Three quarters of that spend is going to entertainment verticals, followed by news verticals with 13%.

Advantage Articles

Index Exchange opens San Francisco office

Top Canadian ad tech firm continues U.S. expansion

Twitter extends conversational targeting across its network

Company says new audience platform more than doubles its effective reach

Virool brings its in-line video solution to Canada

Alicia Elliott to lead sales for California-based company

AcuityAds revenue up 43% in Q2

Toronto company continuing to see gains with self-serve programmatic platform

Bell Media finally charts a path in ad tech

New sales leadership looking at whether and how to implement programmatic

Toronto tech company on the pulse of security bracelets

Device reads heartbeat to open your car door or pay with your credit card

The power of knowing customer intent

Intent marketing is making advertising more personal and relevant

How to follow customers as they move from one device to the next (Column)

Steps marketers should take before making the cross-device targeting jump

How automation is reshaping market research

Just like advertising, market research is being disrupted by enterprise software